Resources Library by ANA

See the 18th camel

Public Relations (PR), since their humble beginnings as "flak", have evolved into a major and very specific discipline in communications, requiring specific research techniques. The paper shows how qualitative research methodologies adapted from...

Catalogue: Qualitative Research 1993: A Critical Review Of Methods And Applications

Author: Philippe Boutié

June 15, 1993

From crunching numbers to adding value

The lack of entrepreneurial thinking and behaviour on the part of both suppliers and buyers is identified in various quarters as the central cause of the gap between client needs and the service provided in the research market. In order to bridge...

Catalogue: Seminar 1993: Marketing And International Research

Author: Jörg Pauli

June 15, 1993

International research and the need to better communicate across cultures

The purpose of this paper is to contribute to better cross- cultural communication. In order to achieve this, we have selected concepts put forth by anthropologists, sociologists and specialists in international management which shed light on some of...

Catalogue: Seminar 1993: Marketing And International Research

Author: Olwen H. Wolfe

June 15, 1993

Promoting media advertising against promotion spending

The forces affecting brand marketing have resulted in many changes in recent years and will continue to do so at an accelerated rate over the next 5-10 years. One clear and damaging manifestation of these changes, not just from a publisher's...

Catalogue: Seminar 1993: Competition In Publishing

Author: Alan Smith

June 15, 1993

Retailing

Five priorities for action for retail marketing correspond to the five factors of revival mentioned in the beginning of this talk: 1) Detect profit losses due to bad monitoring of sales. 2) Establish conformity between better communication and an...

Catalogue: Seminar 1993: Maximising Retail Sales In Recession

Author: Christophe Chain

Company: Nielsen

June 15, 1993

Myth or reality?

This paper discusses London Underground's continuous Customer attitude research program: known as the Customer Satisfaction Index (CSI). It is written in the spirit of describing the genesis of an actionable management information tool: one that now...

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Authors: Mark G. J. Hodson, Robert Falconer

June 15, 1993

Self discovery

This paper presents the case that a voyage of "self discovery" is the key to getting a new message, representing changed values, over to staff. Success comes only when staff truly understand the rationale behind the change and the benefits of it....

Catalogue: Seminar 1993: The Ideal Product, The Ideal Costumer, The Ideal Company?

Author: Simon L. Jones

June 15, 1993

The Canadian media directors' television council commercial awareness model

This manuscript discusses the development of the Canadian Media Directors Council (CMDC) Television Commercial Awareness Model. The CMDC model allows advertisers to estimate the awareness levels that are generated from television advertising media...

Catalogue: ESOMAR/EMAC/AFM Symposium 1993: Information Based Decision Making In Marketing

Authors: Marshall Rice, Brad Davis

June 15, 1993

From Weymouth to Warsaw

The markets for health care products and services in the eastern half of the European continent offers great scope and opportunity for companies active in this field, to serve new clients, and establish new partnerships. Converting this potential...

Catalogue: Seminar 1993: Marketing Integration Of West And East Europe

Author: John Costello

June 15, 1993